Alphabet became Google’s parent company Friday, and along with the newest responsibility dropped the tech giant’s "Don’t Be Evil" motto from its Code of Conduct. Founders Larry Page and Sergey Brin incorporated the slogan shortly after starting Google. Alphabet begins trading Monday using their former ticker symbols of GOOG and GOOGL, per Time.

Google filed a patent back in March 2014 for a head-wearable display that would show holograms, and it is just now getting more attention after being updated Oct. 1. It would create an augmented reality experience more immersive than its previous version of Glass, including a wider field of view and a more efficient, easier-to-wear headset. The feature would compete with Microsoft's holographic headset, HoloLens.

The inability to track conversions across channels and recognize the value of publishers' traffic can sabotage a campaign. Anthony Clements calls it a clear threat to the affiliate marketing channel. He estimates that in the U.K. more than 60% of adults venturing online use more than one device; U.S. estimates are likely similar. He discusses deterministic and probabilistic cross-device tracking to help affiliate marketers understand their options.

Yahoo announced Monday that it will expand data center in Quincy, Washington, doubling the size of the facility to 3,000 square feet to support thousands of new servers. The new servers will support faster services, per Yahoo, but didn't specify in the release which ones -- whether search, ad serving, content, video, email or others. "While we don't specify exactly which products and services are managed at our data centers, I can share that some of the products that our Quincy data center delivers on include Yahoo Mail, Flickr, and Yahoo Finance," a Yahoo spokesperson said.

Icelandic metasearch provider Dohop will power searches for airline flights on Russia's top search engine Yandex. Founded in 2004, the company aggregates flights from 600 airlines, 250.000 hotels and 1,000 car rental agents worldwide. The tool identifies connections and less expensive flight options, when available.

Medicine cabinets that remind Alzheimer patients they already took their pills. Food storage cabinets that take inventory of kitchen items. These were early prototypes of devices designed for the Internet of things era built into homes. Microsoft's vision in the early 2000s was that every home would have a central server controlling smart thermostat, lighting, music, door looks and more. While the home server morphed into cloud services the concept remains the same. A Harris Poll study found these gadgets don't only appeal to the young. In fact, smart thermostats held more appeal for older respondents: 15% of senior respondents …

Moz sets the record straight about one key piece of a strategy called flywheel marketing, where the organic traffic, shares, and links received from publishing one piece of content makes it easier for later pieces to see some success. "One of the key pieces of that flywheel is the ability to get those social shares, and based on a recent study, we're ready to admit it: We were completely wrong about that key piece," per the post. Rand Fishkin explains why and writes that the real value could reside in the engagement. 

Amazon sent an email to its marketplace sellers saying that it will stop selling Apple TV and Google's Chromecast. No new listings for the products will be allowed, and posting of existing inventory will be removed Oct. 29, according to Bloomberg.

In the throes of holiday campaigns? Hanapin has created a infographic illustrating the top ten paid-search tips for retail marketers, just in time for the holidays. Some include highlighting what makes the brand different, customize ads, segment shopping campaigns, and more.